Les Mills launches global ‘Who is Les Mills?’ brand campaign via M&C Saatchi Group


Les Mills has launched its new major brand campaign entitled ‘Who Is Les Mills?’ via M&C Saatchi Group.


Les Mills opened its first gym in Auckland during 1968, kickstarting a global movement that now sees the brand’s workouts offered in 21,000 gyms around the world.

M&C Saatchi were brought onboard to help Les Mills define a unique tone and visual identity in order to communicate a simple brand goal: to help people fall in love with fitness.

The campaign is the company’s first full funnel brand campaign; it launches on key sales dates of Black Friday, Cyber Monday, Christmas, and New Year’s and is running in key markets of the US, UK, Europe, and Australia.

The campaign launches with a long form brand film complete with four 15 second cutdowns. Activating primarily across YouTube, Facebook, and Instagram, the campaign will be supported by a mix of bespoke 15 second and 6 second edits across consideration and conversion.

Says Russel Fox, creative director of M&C Saatchi: “The fitness category is often overly reliant on big budgets and celebrity endorsements. Working closely with the in-house creative team at Les Mills, we focused on creating a unique tone of voice. One that’s confident, relatable and a little mysterious. Encouraging everyone, no matter their fitness level, to fall in love with fitness.”

Says Luke Waldren, chief customer officer, Les Mills International: “Our mission is to create a fitter planet and this new campaign offers a fresh, intriguing perspective on the many ways that people can work out with us.

“WHO IS LES MILLS is a playful and compelling expression of our ability to deliver world-class workouts to anybody, anytime, anywhere. It’s our biggest marketing campaign to date, designed to grow the fitness market by inspiring young people to reap the rewards of an active lifestyle.”

Client: Les Mills International
Chief Customer Officer – Luke Waldren
Brand Marketing Manager – Gemma Jelicich
Global Creative Director – Dan Fantl
Global Design Director – Jessica Huynh

Creative Agency: M&C Saatchi Group
Chief Creative Officer – Cam Blackley
Managing Director – Michael McEwan
Executive Creative Director – Emma Robbins
Creative Director – Russel Fox
Senior Copywriter – Daniel Borghesi
Head of Strategy – Michael Hyde
Planning Director – Rebecca Heard
Senior TV Producer – Zoe Rixon
TV Producer – Steph Watt
Production Assistant – Sydnie Kendall
Senior Stills Retoucher – Richard Sellies
Business & Operations Director – Jayne Brady
Account Director – Sam Siddons

Production Company:
Director & Photographer: Josh Robenstone
DoP: Henry Cousins
Producer: Danny Braunstein
Offline editor: David Tse
Grade: Daniel Stonehouse
Online editor: David Tse
Stylist: Abby Bennet

Audio Production: Final Sound
Producer: Pip Wright
Sound Engineer: Craig Conway